Most likely, you’re familiar with landing pages for pay per click (PPC) campaigns. Also known as a splash page, a landing page is the page that displays when users click on one of your PPC ads. These pages are highly targeted, focus on the keywords or topic of the PPC ad they’re linked from, and have some sort of a call to action that will entice readers to click through to your main website for more information or to purchase products.
But landing pages aren’t just for PPC ads. They’re also a tremendously effective SEO tool – if you create them with all the right features in mind. So use these tips the next time you craft a landing page for SEO purposes:
- The page content should be professionally written and target around 3-5 keywords.
- The length of the content should be 500-1000 words. Some SEO professionals are of the opinion that the optimal length for a splash page is 700-800 words. Either way, it’s easy to see that a longer word count offers a chance to use keywords naturally without over-stuffing the content and allows you to fully develop the ideas your readers are seeking.
- Whatever the content or keyword density, always write with your audience in mind. Readability and useful information are extremely important.
- Focus on solving a customer problem. Landing pages that offer solutions to common pain points but aren’t overtly pitching a product will often entice customers to click through to your main website. And solutions-oriented landing pages that are packed with useful content are more likely to be appreciated by search engines as well.
- For best results, create more than one solution-oriented landing page. Google and the other search engines don’t mind you having numerous landing pages, as long as they all have genuinely useful and non-spammy content. So go ahead and post several different landing pages geared toward the keywords and key phrases that customers are most likely to use in searching for your products and services.
- Create a separate landing page for each of the products or services you sell. Target the keywords that are most relevant to each product or service, and don’t forget the meta tags – especially the title tag. But keep title tags simple and don’t over stuff them with keywords: The longer the title tag, the more spammy it looks to search engines.
Now that you’re busy writing landing pages, what’s the best place to park them? You have a few options. Landing pages can be posted at your main site as pages that are hosted under your domain but aren’t part of the navigation structure. Or they can be posts on your blog. You can even buy a separate domain name for each landing page so they exist as one-page websites (such as “healthy-living-tips.com”).
Which approach should you take for hosting your landing pages? Your SEO consultant can help you make that decision, as well as assisting you in developing effective landing pages for your most competitive keywords. (And if you don’t yet have an SEO consultant or SEO firm on your team, our Top 50 SEO Consultants list is a great place to begin your search.)